- Index hide
The event occurs after a round of Pitch that lasted 4 months to stay with Bodega Aurrera and Mama Lucha.
The strategy for which VMLY&R Mexico will be responsible is the evolution in the communication with which it is linked to the consumer.
The challenge will be to manage to maintain the identity of the brand, now that Walmart is unifying the strategy of less permanence in the store by the consumer.
Retail is a powerful industry, but it is also one of the biggest enthusiasts of advertising and investing in it to achieve effective results in everything it communicates, as it has done Aurrera Winery by keeping your account with VMLY&R Mexico.
Within Aurrera Winery there are critical areas of creative communication and one of them is Mama Lucha, which has become one of the most valuable elements within this chain, which is why it is tremendously important to have an agency that can continue to bring the strategy to fruition.
The long process for Mama Lucha
After a pitch that lasted about five months and in which various advertising agencies participated in a large number of presentation rounds, VMLY&R Mexico ended up being selected in what this store has said, it is about the process of evolution in its communication that is coming, after 15 years of not having made changes.
VMLY&R Mexico is an agency accustomed to making pieces that not only shine for their creative performance in the market, but also at festivals where the agency’s stamp guarantees the passage of many of its pieces to recognition at said meetings.
With the position of lead agency, VMLY&R Mexico It will be responsible for choosing initiatives and, most importantly, for choosing allied agencies for the chosen advertising and communication campaigns.
“You don’t just win a pitch. You win the opportunity to work with one of the most historic brands in our country, we will do incredible things together”, he explained. Luis Enriquez “early morning”Chief Creative Officer at VMLY&R Mexico.
Walmart’s decision to put VMLY&R Mexico at the forefront of its advertising strategy is interesting, not only because it is an agency used to uploading pieces to festivals, it is also used to winning them, giving exposure to brands with each of the works. award winners.
Bold advertising and campaigns
Not only did Bodega Aurrera make a bold move by adding VMLY&R Mexico, it also Karla VargasDirector of Marketing for Viva Aerobus, explained in recent days that the “Let Yourself Fly” concept was designed to convey the commitment to making each flight a much more agile, simple, and easy process, with accompaniment at all times so that passengers only worry about enjoying their trip and, precisely, letting themselves fly with Viva with low prices, flexibility, the youngest aircraft in Mexico and on more than 130 national and international routes”.
The case of an airline launching a campaign, at the time that the largest chain of supermarket stores, supposedly with an inventory of cheap products, changes its advertising agency, is a sign of the changes that are taking place in the industry, where without room for doubts, crucial tasks are being identified for the consumer, especially empathy through good ideas.
